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ITV Interim results for the period ending 30 June 2021 Carolyn McCall , ITV Chief Executive , said : " Our H1 results demonstrate that ITV is emerging from the worst effects of the pandemic . We've continued to implement our key strategic priorities and have further strengthened the business . Total external revenue was up 27 % driven by 26 % growth in ITV Studios revenue and a 29 % increase in total advertising revenue within which total video on demand advertising was up 55 % . " We are now a more flexible , more efficient and more digital business . We have successfully completed the first phase of our More Than TV strategy and look forward to building on this platform to accelerate our transformation to a digitally led media and entertainment company . " We are optimistic about the future , despite the ongoing pandemic risk on our advertising and ITV Studios revenues . We know that the dividend is important to our shareholders and we intend to re - commence a progressive dividend policy based on a notional dividend of 5p per share which we expect to grow over time . The first dividend under the new policy would be a final dividend of 3.3p per share proposed at the full year results in respect of 2021. " ITV has delivered a strong financial performance in H1 O 2 O 3 O Operational update O ITV Studios : 1 Total external revenue was up 27 % at £ 1,548 million ( 30 June 2020 : £ 1,218 million ) ITV Studios total revenue was up 26 % at £ 798 million ( 30 June 2020 : £ 632 million ) , with the substantial majority of programmes back in production and also benefitting from a number of programmes and licences being delivered earlier than expected . This was up 5 % on 2019¹ . ITV Studios external revenue was up 31 % at £ 523 million Total Media & Entertainment ( M & E ) revenue was up 25 % at £ 1,028 million ( 30 June 2020 : £ 822 million ) , with total advertising revenue ( TAR ) up 29 % within which video on demand advertising ( AVOD ) was up 55 % . Total M & E revenue was up 4 % on 2019¹ Adjusted group EBITA² was up 98 % at £ 327 million ( 30 June 2020 : £ 165 million ) . This was driven by : the strong recovery in the advertising market ; resumption of productions ; and tight cost control delivering £ 21 million of savings , of which £ 15 million are permanent Adjusted EPS was up 103 % at 5.9p ( 30 June 2020 : 2.9p ) . This compares to 6.2p in 2019 O Reported EBITA³ was £ 316 million ( 30 June 2020 : £ 159 million ) . Statutory profit before tax was £ 133 million ( 30 June 2020 : £ 15 million ) and statutory EPS was 2.4p ( 30 June 2020 : 0.5p ) Significant new and returning programme commissions in UK and internationally , including Scripted : labels within ITV Studios produced six of the top 10 rated dramas in the UK including Line of Duty , Pembrokeshire Murders and Unforgotten ; Physical and Cowboy Bebop in US and Summertime in Italy Unscripted : The Cabins and Dancing On Ice in UK ; Love Island in UK , Spain , Germany and Netherlands ; and The Chase in the UK , US , Germany and Australia Challenges remain in delivering programmes under COVID - 19 restrictions , particularly multi - location shoots M & E : Advertising has rebounded strongly TAR in H1 was up 29 % with May up 87 % and June up 115 % compared to the same period in 2020 June 2021 delivered the largest advertising revenues for the month of June for ITV in its history , benefitting from the easing of restrictions and the Euros O O Total TAR for June and July 2021 is expected to be 16 % higher than the same period in 2018 when ITV broadcast the Football World Cup and series 4 of Love Island Strong growth in VOD advertising , up 55 % in H1 compared to the same period in 2020 , even after double digit growth over the full year 2020 Viewing : O O Driving positive change through our Social purpose priorities O ITV's multiple campaigns continue to raise awareness and drive positive change , including Eat Them To Defeat Them , Britain Get Talking and the launch of our ITV2 partnership with CALM aimed specifically at mental wellness for younger people Total ITV viewing was down 6 % in H1 against tough comparatives and the easing of lockdown restrictions but saw strong ratings from programmes including Unforgotten , Saturday Night TakeAway , The Masked Singer , Euro 2020 and the start of Love Island 1 On a like - for - like basis reflecting the reallocation of gaming , live events and merchandising revenue from M & E to ITV Studios in 2021 Reconciliation between adjusted and statutory results is provided in the APM section Statutory operating profit before interest , tax , amortisation and exceptional items O Hub viewing was up 6 % , in spite of tough comparatives of Winter Love Island in 2020. Dwell time was up 4 % and simulcast viewing was up 20 % O Registered users for the ITV Hub were up 7 % at 34.6 million and monthly active users ( MAU ) were up 7 % O ITV main channel share of viewing ( SOV ) was up from 16.9 % to 17.4 % ; ITV Family SOV was up from 22.6 % to 22.7 % ITV plc Interim Results 2021